The Philippine Department of Tourism recently launched the Halal Tourism and Trade Expo, SALAAM, to promote halal-certified and Muslim-friendly tourism products and services. This initiative aims to attract more Muslim visitors by ensuring access to halal products and services in the country.
Tourism Secretary Christina Frasco emphasized the importance of expanding the Philippines’ halal tourism offerings and maintaining the country’s reputation for hospitality, inclusivity, and cultural sensitivity. With around 12 million Muslims in the predominantly Catholic population of the Philippines, efforts to cater to Muslim travelers are crucial.
The Philippines has a rich Islamic influence, particularly in the southern region of Mindanao, known for its natural beauty and cultural diversity. The country’s recognition as an Emerging Muslim-friendly non-Organization of Islamic Cooperation Destination highlights its efforts to attract Muslim travelers, including those from the Middle East.
Since the beginning of 2024, the Philippines has seen a 10 percent increase in visitors from Gulf countries, such as Saudi Arabia and the UAE. The SALAAM exhibition is expected to welcome around 10,000 visitors, including foreign tourists, halal business owners, and entrepreneurs, through exhibits, workshops, networking sessions, and culinary demonstrations.
The theme of this year’s expo, ‘Celebrating Excellence in Philippine Halal Tourism, Innovation, and Culture,’ reflects the country’s commitment to its rich heritage, innovative spirit, and inclusive environment. Collaboration among government agencies, private sectors, local communities, and international partners is essential in achieving the goal of inclusive prosperity in the halal tourism sector.